Google Scales Data-Driven Ads, Ecommerce Push For Cookie Deprecation
Google announced several extensions to Google Ads and its e-commerce platform during the company’s marketing live broadcast on May 27, according to a trio of business blog posts written by Google executives.
The tech giant pointed out that marketers will have increased access to many Google Ads tools, including the Customer Match targeting model, automated smart bidding program and Performance Max performance tracking platform. YouTube and display ads will be integrated with these platforms to improve data-driven measurement.
Google has also increased its presence in e-commerce by announcing partnerships with WooCommerce, GoDaddy and Square. This menu of new offerings sees Google expanding data alternatives for marketers as third-party cookies gradually disappear from its platforms.
One week after the announcement new additions on its Shopping platform, Google is once again strengthening its e-commerce efforts, while unveiling extensions to its Ads toolbox. Customer Match, which uses proprietary data to target ads, will be made available to virtually all advertisers, and YouTube and Display will be integrated into all attribution models, making it easier to track ads on these platforms. . With YouTube who knows a 49% increase in advertising revenue in the last quarter, advertisers continued to pay close attention to the channel when meeting their digital video needs.
Google has also opened up Performance Max to thousands of additional advertisers, an initiative that indicates that the way ads are purchased on its platforms is changing. Performance Max, still currently in beta, is Google’s fully automated mechanism for purchasing ads from its inventory, and will open for general availability later this year, according to the blog post. The company announced three new location-based ad formats: auto-suggest ads, which show an advertiser’s location to users searching for businesses; Navigation ads, which are shown to users in Google Maps; and Similar Places ads, which show an advertiser’s location in Maps to users looking for a closed business during the search period.
The expansion of Google Ads tools allows the tech giant to give marketers more data alternatives to target and track their ads. As the depreciation of third-party cookies approaches, marketers will have less data to inform their advertising, which has left many people uncertain about their future on Google’s platforms. That’s why Google is expanding the availability of first-party tools to more marketers, as well as adding new location-based options to improve engagement. Together, these ads could help marketers move on to Google’s new demands.
Google is also taking steps to increase the number of retailers in its market. Merchants on WooCommerce, GoDaddy, and Square will all benefit from the same free and streamlined integration Google offered to those at Shopify last week, demonstrating that building inventory continues to be one of the top priorities for the business. technology company for its market.
As Google continues to claim online retailing, its competitors are looking for new ways to engage buyers and marketers. Walmart and TikTok in December conducted a direct with purchasable content which resulted in a 25% increase in the number of subscribers of the video platform, which led to a second livestream in March. Earlier this month, Facebook launched its own shoppable livestream, a summer series with content from beauty and fashion brands.